Today, we're showcasing a super fun brand identity designed by cheeer STUDIO. 42 Play is a branch of CMC, the most influential investment institution in China specializing in the cultural industry. Their vision is to expand the cultural and social scene in China with an emphasis on comedy. Thus, creating a new choice of lifestyle for the younger generation. 

42 Play has assembled an extensive network of resources like managing nationwide comedy clubs, developing insightful and in-depth comedy content, building structured talent pools and professional career paths for young professionals. Creatives came up with a vivid, colorful identity for 42 Play. Plus, the incorporation of a smiley and sad face contribute to the brand's fun imprint. The typography choice for this project shows a bold spirit, super flexible for digital and printed formats. The studio designed not only the stationary but some cool, smooth animations. They reflect how its grid transforms and grows like CMC. We're amazed by the two-cup coffee packaging cheeer studio came up with as it looks like a designer bag. Well, it is :)

The overall visual identity is cheeky and extra bold. We're excited about the color palette choice, and it's worth saving for future inspiration. 

Additional credits Photography: Wang Di and Lv Wenting Motion Graphic: Zhang MIngyuan